YouTube Analytics Measuring the Performance of Your YouTube Campaign:

Google Analytics and Adwords

If you already have business videos or the capability to create video content, YouTube can 

bring you a lot of traffic for very little money. But keep in mind this audience will be 

different than those coming from other marketing channels and you may discover short 

attention spans with the content you publish. So how do you know if your YouTube 

campaigns bring a positive ROI?

The goals of your campaign will determine which metrics to monitor in YouTube, AdWords, 

or Analytics and suggested metrics for each goal type are provided below.

Google AdWords Video Metrics

View performance

In your Google AdWords account, you will see raw numbers of views in addition to the 

view rate which advertisers are already familiar with. View rate is similar to the CTR for 

clicks and impressions on your other ad types. This will also show the average amount you 

pay when viewers watch your videos or engage with your ad. You can see the maximum

costs for views, similar to the maximums you see for clicks with your search ads. These 

metrics indicate how many people are becoming aware of your brand.

Once viewers are aware of you, you want them to take the next step beyond viewing by 

clicking on your ad. Engagement includes clicking on cards on your video or your call-to-

action overlay. Earned views also measure YouTube engagement because it indicates 

people watched other videos on your channel after seeing this initial video ad. Even better, 

some may choose to subscribe so you know they want to hear and see more from you. And 

of course likes are nice, but shares are even better.

Reach

Reach is how many people viewed your ad and how often your ad was shown to each 

person (as determined by cookies). You can also see how many times it was viewed for 

each viewer.

Video playtime (Watch Rate)

This measures how much of your video was viewed in quartiles: 25%, 50%, 75%, and 

100%. If viewers rarely make it past that first quartile, it does not mean completing 

scrapping the video. You may be able to edit what you have into a shorter run time.

Segments – Network

On which network are your videos being displayed? Video Discovery ads (formerly known 

as In-Display ads) are shown next to related videos or in a YouTube search results page. In-

stream ads are shown on YouTube as well as the Google Display Network. Since these are 

very different networks, you want to know if one format is better than the other both in 

terms of cost as well as views.

Segments – Mobile users

What about device type? Is there a difference in cost and views depending on whether the 

video was viewed on a computer, mobile device or a tablet? If most users view your video 

ads on a mobile device, you want sharp images that will stand out on a smaller screen.

Review the Video Targeting tab

If you are new to YouTube advertising or perhaps a little uncertain about your exact 

audience, you will want to target a broader group initially. As you gather campaign 

performance data, you may want to add or exclude demographics. Similarly, you may 

discover interest, placements, or affinity groups to add or exclude. These metrics are all 

available in the Video targeting tab of your AdWords campaign.

That’s a lot of data available to you as an advertiser. We have data in YouTube. We have 

data in AdWords. Do we also need yet another place for data in Google Analytics? Yes. 

Because nothing we do in marketing happens in a vacuum. We use multiple channels and 

strategies to reach our prospects and we want to understand how our marketing channels 

may work in conjunction with each other.

Google Analytics Video Metrics

YouTube Visitors

This is a simple metric in Google Analytics and a good starting place available under 

Acquisition. Who learned of your web site from YouTube (New visitors) compared to your 

other channels? You can drill into Video Campaigns specifically or compare it in the context 

of all your existing AdWords Campaigns.

YouTube Referrals

Remember that YouTube is a social channel. So while you will want to review this in the 

context of your AdWords campaign in Google Analytics, also compare it to the other social 

channels you use to drive traffic – paid and unpaid – as well as other referral sources. From 

here, you can view basic engagement metrics as well as also conversions. For example, do 

your YouTube visitors complete the goal of signing up for your email newsletter?

Multi-Channel Funnels

You may not see direct conversions with your YouTube visitors, such as immediate email 

newsletter sign-ups. Visitors may come to your site but not complete a desired action 

during the first visit. With Multi-Channel Funnels, you can see the visitor’s journey through 

your website and the influence of video. By understanding the impact of each marketing

 channel compared to the others, you can make better decisions about how to budget 

moving forward.

Conclusion

Determining the purpose of your paid YouTube campaign will guide your decisions about 

what to measure. And these metrics are available in multiple places: YouTube Analytics, 

AdWords, and Google Analytics. Start with YouTube Analytics to see how your videos 

perform on their own, not compared against your other channels. Next spend some time in 

AdWords to view how paid campaigns are contributing to your goals and bringing a 

positive ROI.

Finally, explore YouTube performance in Google Analytics to determine how your 

marketing channels work together, keeping in mind that a YouTube campaign will likely 

bring different results than your other marketing channels and explore that data with the 

goal of brand awareness. Of course, brand awareness does not immediately translate into 

revenue, but website visitors do need to first hear about you before doing business with 

you so brand awareness is a worthy pursuit.